One of the programs I help my clients implement is something that is so painfully simple it qualifies as a Homer Simpson "D'oh!" moment. And it's so simple he could do it, too.
You're going to set up an automatic referral system of your own. You can even think of it as your own real world "affiliate program." It's easy to implement, fun to do and will bring you a lot more business!
Your Referral Card
Here's the program in a nutshell. You'll have a specialized business card (like the one shown below at left) that others provide on your behalf. I call it a Referral Business Card, or simply a Referral Card for short.
The card can serve as a full-fledged marketing piece like the one shown, or be considerably more understated. Heck, it can just be your regular business card, though I like to have an "official space" on the card for the referrer's information.
Obviously, the degree of "in your face"-ness depends on the industry you're in. I have no doubt that an attorney would not employ a card as "loud" as mine (or as loud as the one I designed for Roni). My card is very dramatic and strong because it doubles as a "lobby card" and needs to be seen from 5-10 feet. If your card is not going to be used this way (i.e. on counters or other places where they can be seen) then it's not as important that it be "an ad."
Your Referral Card has the standard info with which to contact you, but it's also different from a "standard" business card because it provides a space for your referrer to write his or her name and/or business name and/or phone number. The space needs to be large enough to accommodate a business stamp. While it's theoretically possible to do this with a one sided card, business cards are so cheap today I recommend you use a two-sided card.
Show Them The Money!
Now why are your friends, associates and network going to hand these cards out for you? They're going to do it because you're going to pay a referral fee (you can call it a "finders fee" or whatever you want) anytime they send you a lead that actually turns into business. Their name and info on the card is so that you can track the business back to them. Simple, right?
I tell my referrers that I will pay them a $25 referral (or finder's) fee for every person they send my way that becomes a customer. This is the critical aspect of the program, so make absolutely sure they understand the fee is contingent on actual business. It's not for simply sending someone your way!
Now, $25 isn't a huge amount of money. We all know this. But it's also much better than a poke in the eye with a sharp stick. Most people would be very happy to get a check for $25 (or multiples thereof) for simply providing a business card to someone. I know that any of my programs can cover a $25 hit. You can do a higher or lower amount, but I would be very careful about it. Personally, I think anything less than $25 sounds silly and anything more than $50 sounds unbelievable.
By the way, if you're an affiliate marketer, and your program can't cover a $25 fee, then get a new product! Either that, or be absolutely sure you can afford a "loss leader" like this (that is, you're sure your "backend" marketing will make up for it).
Whatever you do, make sure you pay your referrers promptly – within a few weeks if possible. If you wait too long, your source may feel like you're being stingy or holding out. That's the absolute last thing you want! I Would recommend you send a thank you card, too, particularly for your first referral! Remind them that you appreciate what they're doing, and cement in their minds that "handing out" your cards is good for them.
Stores That Sell For YOU!
One of the things I'm doing with my cards is to put them on the counters of local merchants. All you have to do is get some of those heavy-duty plastic card holders (make sure the holder is attractive) and provide it, with 100 or so cards, to the merchant you're working with. If you're really ambitious, get card holders that feature a vertical holder for an insert, and have your graphic artist create a catchy, headline-driven sign.
Now, the best way to do this is to simply approach merchants and retailers that you already know. Think about all the small business people who have a "storefront" or place of business that you know and work with. It could be your dry cleaner, your local hardware store, the donut shop – whatever. Any kind of high-traffic place will do.
I ask to speak to the store manager or owner. When I get this person (you always want to talk to a decision-maker), tell them you have a business proposition for them. In fact, I like to "tease it" by saying I want to generate some extra income for them. In any event, I simply say that I have a business that helps other businesses make money, and I want to offer them the opportunity to make some dough every month without having to do anything – at all.
To say the least, this usually gets their attention!
What Goes Around, Comes Around
Think about this from the perspective of your business. Put yourself in their shoes. If somebody offered you money with no work involved, you'd be interested wouldn't you? How many people walk in to their stores and offer to pay them for simply putting some business cards on the counter? Even in places where they already have a few take aways on the counter (typically you see these for charities and the like), yours will go right to the front once they understand that yours will make them money.
Make sure that you stress the importance of a full card holder, and that the card holder is right at the checkout in a clearly visible place. Take the time to set the card up. Fill in their name or business name (whichever they prefer), and make sure you take one of their business cards so you can get in touch with them after wrapping up a deal.You can even get one of those changeable stamps and stamp the cards for them. If you're going to let them stamp the cards (either now or down the road) make sure the stamp does not
I recommend you get a binder and create a form to track sales, particularly when you've got more than two or three of these programs set up and running. You may well find yourself overwhelmed with business and it's very important to keep track of who sent you what!
Final Word
One bit of advice. When you're getting your cards made, don't go for the glossy finish, as nice as that is. Why? Because many pens and most stamps will not adhere to it, and they'll just get smeared. If you do decide to use a glossy finish on the cards, be prepared to use a Sharpie or other permanent marker and spend a lot of time writing by hand.
If you have to fill in the referrer info by hand, let the retailer know you'll get them a stamp for the next go 'round. Getting a stamp is not expensive, and all it takes is one good referral from this program to more than pay for a stamp.
That's it – the Referral Business Card program in a nutshell. As always, I welcome your input. Drop me a line, or feel free to comment below.